The outbreak of the epidemic has made 2020 extraordinary, which is both a test and an opportunity for traditional media. The epidemic situation has restricted the production and broadcasting methods of traditional programs, making the live broadcast and the "home economy" industry popular. Faced with a series of changes, the mainstream media responded quickly at this critical moment, changing the track, providing authoritative, accurate and comprehensive news information and targeted services, carrying forward the main theme report with innovative expressions, turning the test into an opportunity and rejuvenating on the new media platform.
Based on this background, in 2020, CTR media convergence communication effect evaluation system conducted continuous monitoring for 8 central media and 38 radio and television institutions above the provincial level, focusing on the communication effect of new media products of the above mainstream media in six major communication channels. The data shows that all major media are actively exploring innovative ways of media integration development, showing their own unique media integration development paths.

Total list of communication power of major central media networks in 2020
CTR evaluation results show that CCTV, People’s Daily and Xinhua News Agency rank among the top three in the list of convergence communication effects. By the end of 2020, the cumulative number of fans of China Central Radio and Television General Station, People’s Daily and Xinhua News Agency in new media channels (not to be re-emphasized) is above one billion. The cumulative download volume of self-owned apps by eight central media organizations has increased by 42%, with an increase of 31% only in the first half of the year. In the second half of the year, the number of fans of CCTV News and People’s Daily Tik Tok both exceeded 100 million, and the spread and influence of mainstream media in new media channels have been continuously improved, and they have continued to move forward from holding the main position of traditional channels to landing on the main battlefield of the Internet.

Note: Evaluation results of communication power of major central media networks in 2020.
The Central Radio and Television General Station has made balanced efforts in all channels, covering a wide range of communication, leading more than half of the list of sub-channels, forming a new media communication matrix with its own flagship products such as "CCTV News" and "Central Video" as the core and linking more than 200 million head and shoulder accounts to make joint efforts. The People’s Daily focuses on the WeChat channel. Among the contents published by the main account, most articles have been read more than 100,000 times.

Radio and television institutions above the provincial level in 2020
Total list of network communication power
The list of network communication power of 38 radio and television organizations at or above the provincial level shows that China Central Radio and Television General Station, Hunan Radio and Television Station and Zhejiang Radio and Television Group rank among the top three. Radio and television organizations actively promote the innovation and development of small screens, sing new media flagship brands such as "Central Video", "Mango TV" and "China Blue", truly realize the linkage development of large and small screens, and open a new journey for radio and television organizations to maintain integrity, innovation and integration.

Note: In 2020, the network communication power of 38 radio and television institutions above the provincial level will be TOP10.
Guangdong Radio and Television Station has made great efforts to develop its own APP "Electric Shock News" and at the same time, it has made great efforts to build WeChat WeChat official account, making it into the TOP10 in the sub-list of its own APP and WeChat channels. Heilongjiang Radio and Television Station is famous for its WeChat WeChat official account, and its three WeChat WeChat official account, News Night Flight, Heilongjiang Traffic Broadcasting and Longshi News Online, have all read more than 100 million in the whole year. Henan Radio and Television Station has made joint efforts in its own APP "Elephant News" and short video platform, and its own APP product ranks third in the list of sub-channels. "Henan Radio and Television Station Minsheng Channel" and "Henan Metropolitan Channel" Tik Tok is deeply involved in people’s livelihood news, focusing on people’s lives, and its fans are all above 10 million.
With the strategic upgrade of integration and transformation, various radio and television stations have accelerated to enter the short video track, and radio and television MCN has also flourished. According to statistics, 36 MCN organizations have been set up in 28 radio and television media in China, which re-integrate and optimize media resources, promote the reform of media integration through lightweight transformation such as long and short columns and IP creation of hosts, and re-stimulate the commercial vitality of radio and television organizations.

List of network communication power of radio and television institutions at or above the provincial level:
Own APP channel
By the end of 2020, the cumulative downloads of self-owned apps normally updated by 38 radio and television organizations increased by 44.8% compared with last year, and radio and television organizations steadily improved the construction of their own apps in the process of media integration. Among the 38 radio and television organizations, Central Radio and Television General Station, Hunan Radio and Television Station and Henan Radio and Television Station actively explore the development direction of their own APP characteristics, and are ahead of other radio and television organizations in the process of building their own APP.

Note: In 2020, 38 radio and television organizations at or above the provincial level have their own APP sub-list TOP10.
The self-owned APP of the Central Radio and Television General Station makes full use of the related technologies of "cloud" production and broadcasting to create "out-of-circle" content products and expand its influence on new media platforms. During the epidemic period, "Central Video" conducted a 24-hour uninterrupted "slow live broadcast" on the construction sites of two major hospitals in Wuhan, Vulcan Mountain and Raytheon Mountain, and more than 200 million netizens watched it online. The activity boosted the download volume of "Central Video" APP2 in early February in the Apple application market, and gave birth to the annual hot word "Cloud Supervisor". In view of the employment pressure of college graduates in 2020, "Central Video" starts "cloud recruitment" with its strong brand appeal — — The "National Employment Action" attracted about 17,000 enterprises to participate in the event only three months after its launch, and provided more than 1.6 million high-quality jobs to job seekers. With the success of the first season, the second season of "National Employment Action" — — The "Chunhua Qiushi National Recruitment Action" was launched in December, with more than 20,000 companies actively participating, and the total recruitment information reached over 1 billion. "CCTV News" targeted "in July"China closes the US Consulate General in Chengdu "for live broadcast, which attracted more than 20 million netizens’ attention. The launch of Beidou-3 satellite, lunar exploration on Chang ‘e-5, annular eclipse, meteor shower, natural scenery, disaster relief and other series of live content directly hit the scene of the incident, promoting the formation of the same frequency resonance of online public opinion.
Hunan TV "Mango TV" relies on high-quality content to enhance the competitiveness of its own products. In 2020, the explosive variety Sister Riding the Wind and Waves was broadcast simultaneously on Hunan Entertainment Channel and Mango TV. The number of broadcasts exceeded 200 million in one day, and the cumulative number of subsequent broadcasts exceeded 5 billion, driving the cumulative download of Mango TV to increase by nearly 50%.
Henan Taiwan’s own APP "Elephant News" launched the "Famous School Classroom" channel service during the national school suspension period during the epidemic period, which was convenient for primary and secondary school students to broadcast classes online for free. After four days of launch, it topped the news list of the APP Store and successfully created a "famous school classroom" with "suspension of classes and non-stop learning".

List of network communication power of radio and television institutions at or above the provincial level:
Short video channel
In 2020, 38 radio and television organizations performed well on short video platforms. The number of 10 million fan accounts increased from 15 at the beginning of the year to 25, and the number of million shoulder accounts nearly doubled. CTR short video monitoring shows that in 2020, among the 38 radio and television organizations, Central Radio and Television General Station, Hunan Radio and Television Station and Henan Radio and Television Station rank among the top three in short video platform.

Note: In 2020, the list of short videos of 38 radio and television organizations at or above the provincial level was TOP10.
The Central Radio and Television General Station has more than 50 head and shoulder accounts in Tik Tok and Aauto Quicker platforms (the number of fans of CCTV News has exceeded 100 million), and constantly innovates cooperation methods on short video platforms, using interactive topics and popular cultural symbols to attract young users. During Chang ‘e V’s landing on the moon, CCTV News and Central Video cooperated with Tik Tok platform to launch the topic # Hello Moon, and released a video shot with "Catch the Moon Prop", which attracted netizens’ attention, imitated and participated in the creation and submission, and gained 880 million interactions, which received enthusiastic response from young users. At the end of 2020, "CCTV News" cooperated with Tik Tok to launch the topic # The Last Hug in 2020. The hosts of CCTV, Kang Hui, Zhu Guangquan, Nigmat and many KOLs in Tik Tok all responded positively, driving netizens to participate in the submission. By the time of publication (January 31), it had received 930 million broadcasts.
Among provincial radio and television organizations, Hunan TV has 30 head and shoulder accounts with millions of fans or above, among which the official account of the old variety show "Happy Camp" has more than 10 million fans on Tik Tok and Aauto Quicker platforms. Henan TV has two channel accounts with tens of millions of fans and 26 million accounts. Sichuan TV’s "Sichuan Watch" has sprung up in 2020 with the positioning of "looking around". By the end of 2020, the number of fans has exceeded 40 million, making it the Tik Tok with the highest number of fans among provincial radio and television organizations, driving Sichuan TV to increase 20 places in the short video sub-list compared with 2019, and the short video sub-list ranks fourth.

List of network communication power of radio and television institutions at or above the provincial level:
"Two Micro" and other third-party platforms
In 2020, 38 radio and television media will continue to operate in Weibo, WeChat and other third-party channels, and the overall active account size will be the same as last year.

Note: In 2020, the "two micro" network communication power of 38 radio and television organizations and other third-party platforms will be ranked as TOP10.
On Weibo, WeChat and other third-party platforms, CCTV has two super head accounts with over 100 million fans and over 100 million readings in two quarters, and a total of 21 head accounts with over 10 million fans (WeChat: quarterly readings). The matrix of high-quality accounts has developed steadily.
During the epidemic period, the two micro-accounts of the Central Radio and Television General Station continued to release the latest information on "Wuhan" and "epidemic situation" at high frequency, which became the most authoritative information source of the two micro-platforms. Among them, over 50 related blog posts had more than one million interactions, and thousands of WeChat official account articles had more than 100,000 readings. "CCTV News" launched the # Common War Epidemic # to strengthen the guidance of public opinion related to the epidemic, with a topic discussion volume of 6.301 million and a reading volume of over 11.4 billion. The short video column "anchor said simulcast" is still outstanding in the two micro-platforms. In Weibo, # anchor said simulcast # topic discussion reached 1.806 million, and the reading volume reached 7.96 billion; Nearly 300 content articles on WeChat have an average reading volume of over 100,000.
In addition, from the cooperation with Aauto Quicker platform in the Spring Festival Evening at the beginning of the year to the cooperation with bilibili in the New Year’s Eve party at the end of the year, the Central Radio and Television General Station kept trying cross-platform cooperation, actively embraced subcultures, and attached importance to accurate communication for young circles, which was manifested in the selection of movies, animations, classic IP music and dances familiar to "Internet aborigines" in content presentation to create programs; Through stage design, IP expressiveness is enhanced while new memory points are created, which successfully endows "old content" with "new vitality" and narrows the distance with users of "subculture-dominated platform".
The overall performance of Shanghai Radio and TV Station in Weibo, WeChat and third-party platforms is outstanding, and all of them have entered the top five in the list of each platform. The average reading volume of nearly 900 articles in "News Square" WeChat WeChat official account exceeded 100,000, accounting for 88% of the total number of 100,000 articles in Shanghai Radio and Television Station; In addition to the epidemic-related content, it mainly focuses on local social news in Shanghai, which is close to the lives of local people. The official account of "Watch News KNEWS" in Weibo launched the topic # Watch Live #, paid attention to the latest press conference information, and broadcast the hot events live. The platform interaction (reading+discussion) reached 3.82 billion. "Look at the news" headline has more than 10 million fans, ranking first among provincial radio and television institutions.
Zhejiang Radio and Television Group’s communication ability on WeChat is outstanding. In 2020, 15 WeChat WeChat official account harvested 1,200 articles with a reading of 100,000+,and "Voice of Zhejiang Traffic" WeChat official account contributed 96% of 100,000+articles; "Zhejiang Satellite TV" WeChat official account released "The content of this article < Run > Brothers Group Creation … … Articles, pictures and videos were all produced by the guests of the show, making full use of the star appeal and gaining a total of 13,000 views. There are more than 100,000 interactions (comments and likes) among 150 blog posts in 14 accounts in Weibo. Among them, "1818 golden eye" pays attention to social hot news, launches thematic voting activities and pays attention to netizens’ views on events, and many contents have outstanding interactions.
The WeChat terminal of Heilongjiang Radio and Television Station maintained its communication advantage, and gained more than 1,400 articles with a reading of 100,000+in the whole year. The reading volume in eight WeChat official account quarters exceeded one million, among which the quarterly reading volume of "News Night Flight", "Heilongjiang Traffic Broadcasting" and "Longshi News Online" exceeded ten million.
Jiangxi Radio Station has outstanding communication ability in other third-party platforms, with a total of 15 million-level fan accounts, ranking first among provincial radio and television institutions, and its "Classic Legend", "Five News Nights in Jiangxi", "Gold Mediation TV" and "Jiangxi Internet Radio and Television Station" have more than 3 million fans.

Mainstream media overseas social platform
Evaluation of fusion communication effect
CTR overseas social platform research shows that by the end of 2020, domestic mainstream media have more than 500 official accounts on YouTube and Facebook platforms, which will enhance their communication ability with the help of overseas new media platforms and provide a new path for telling the story of China well and building a new national communication channel. With the updating of platform algorithms and functions, domestic accounts are also undergoing content iteration and differentiated adjustment, and some accounts have started differentiated operations and achieved good results.
CTR evaluates the overseas communication effect and influence of mainstream media organizations according to the number of account subscriptions, posts, interactions and other dimensions. The influence of overseas social platforms of China Central Radio and Television General Station is the highest, with accounts covering all 44 languages and 370 million fans worldwide. In international communication, it actively presents China’s perspective, illuminates China’s position and shows the real image of China.
The number of articles published by the Central Radio and Television General Station on both platforms is above 100,000, ranking first among all institutions, and there are many excellent articles published. In particular, CGTN launched the English news documentary "Wuhan War and Epidemic" in February, and reviewed the true story of Wuhan’s closure for more than one month. The cumulative broadcast volume of YouTube platform exceeded 17 million. Related videos have been adopted by 165 overseas TV channels and new media platforms in 21 countries and regions, and 4 overseas media organizations have broadcast them completely on 9 channels or new media platforms.
In addition to the CCTV, the overseas accounts of People’s Daily, Xinhua News Agency and China Daily have more than 100 million fans, and the coverage is above 10,000. The overseas influence of mainstream media has already reached a scale.
Hunan, Shanghai (SMG), Zhejiang and Guizhou TV stations are all on the list. The variety show "Star Detective" released by Hunan Satellite TV account "Mango TV" has been highly played and interacted on YouTube and Facebook platforms, and is deeply loved by platform users.

Note: In 2020, the effect of integrated communication of overseas social platforms of mainstream media organizations will be TOP10.
CTR counted the accounts with high subscription volume and outstanding communication effect, and found that the Facebook account CGTN, I Panda Channel, Xinhua News Agency account Flying over China and YouTube account CCTV all have domestic head-level communication ability and subscription volume.
In addition, through combing the high-quality IP that has achieved remarkable communication effect on domestic accounts, it is found that Panda, China Cuisine and China Aerospace IP have attracted the attention of overseas users, and their popularity has been increasing since the monitoring; A series of graphic products with a certain story or high aesthetic orientation are more likely to trigger interaction. For example, the series of photos posted by Xinhua News Agency on the beautiful scenery of China, the #AmazingXinjiang series of photos collected by CGTN, and the #China Faces series of humanistic content products showing the image of China people have become the star content representing the image of the account.
Looking back on the extraordinary year of 2020, despite all kinds of challenges on the road to integration, the mainstream media did not flinch, but actively embraced change, kept running forward, and strived to create a new situation of integration and development. With "promoting deep media integration" written into the national "14 th Five-Year Plan", the integration and development of mainstream media will accelerate again. CTR will continue to pay attention to the development trend of mainstream media integration and look forward to the future of media integration.















































